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Advanced Social Media: Chicago

Summit Executive Centre
205 North Michigan Avenue, 10th Floor, Chicago, IL 60601-5922
2/6/2013 8:00 AM - 2/7/2013 5:00 PM


Details Schedule Registration Travel Exhibitors
Advanced Social Media 
Turning Followers into Influencers

 
Listen to a sneak peek Advanced Social Media podcast by Instructor Dana VanDen Heuvel, Founder, The MarketingSavant Group
 
Developing a social media presence is an art form and once you’ve mastered that first step, few road maps exist for what comes next. You’ve built the pages, posted the content and attracted a following. Now what?
 
This session will help you turn your followers into fans, your fans into advocates, and your advocates into influencers and purchasers who are not just engaging online, but energizing your bottom line. You’ll learn advanced strategies and tactics for reaching influencers and building a long-lasting online community using the best practices in social media. You will also learn how to take social media beyond marketing and acquire the tools you need to deputize your employees for organization-wide social media engagement.
 
Finally, you’ll build a multichannel social media campaign and social media metrics dashboard, and engage in case-based problem solving with a group of marketing peers who also are keen to take their social media programs to a new level.

Advanced Social Media Learning Objectives:
 
  • Develop a social media benchmark for your organization: What’s working and why? Where are your pain points?
  • Build a complete, multichannel, social-media-enabled marketing strategy, and integrate social and traditional channels to deliver a competitive advantage.
  • Grow your base of followers, fans, readers and engaged participants across all of your organization’s social media channels.
  • Map out your influencers: Who can help boost your brand online? Then determine how to tap into that powerful marketing engine.
  • Learn how to calculate your social media ROI and build an engagement dashboard.
  • Learn how to take your social media marketing to the next level, with advanced blogging and multimedia techniques, and tips and tricks to empower your human assets—sales reps, distributors, volunteers and customers—to help you achieve your social media mission.
  • Develop a plan to respond to your burgeoning online fan base and engage customers and potential customers.
  • Find out which FTC regulations might apply to you and how to abide by
      them.

Advanced Social Media Cancellation Policy
Cancellations received 4 weeks prior to the event will receive a refund of fees minus $150 cancellation fee. Cancellations received within 4 weeks of the event will receive a refund of fees minus $300. There will be no cancellations on or after the start date of the training.
 
Advanced Social Media Instructor
Dana VanDen Heuvel 

​

Schedule
 
Day One
8:00-8:30 a.m.           Continental Breakfast
8:30 a.m.-5:00 p.m.  Program (includes Lunch, Morning and
                                     Afternoon Break)
Morning:
1. Level setting and expectations
a. What’s working in social media for you
b. What’s the pain point that you’ve come here to resolve
 
2. The state of social media in 2012/2013 
a. The impact of Local, National and International social media growth
 
3. Social Media Platforms: The Big 6 and Beyond
a. The current state of Blogs, Facebook, Twitter, YouTube, LinkedIn and
     Pinterest
b. The impact of Google+ and why you should be onboard
c. Instagram and mobile tools impacting the social conversation
 
4. Building a community that lasts
a. Tapping into existing industry and marketplace communities
    i. Where are your customers/constituents already organizing
       independently
b. Tools and tactics that build lasting community and followers
    i. Getting to 100,000 followers on Facebook
    ii. Building a community of Twitter followers
    iii. Growing the following of your social media presence
 
5. Consumer behavior change in social media
a. Consumer sentiment shifts as a result of social media engagement
b. Meeting and managing consumer expectations through social media
 
6. Social media beyond marketing
a. Customer service in social media
b. Gathering donations, building a cause, etc.
 
Afternoon:
1. Planning the social media enabled campaign
a. How to integrate social media into your existing online and offline
    campaigns
b. Behind the scenes: Examples of fully integrated – social media
    enabled campaigns
 
2. Behind the scenes of 5 large social media marketing success
    stories
a. 5 in-depth case studies and the tactics they used to be successful
 
3. Response and engagement in social media
a. How to handle interaction
b. Working with positive and negative interaction
 
4. Staying out of trouble with social media
a. The FTC and you
b. Navigating the recent social media and online marketing legislation

 
 

Day Two:
8:00-8:30 a.m.           Continental Breakfast
8:30 a.m.-5:00 p.m.  Program (includes Lunch, Morning and
                                     Afternoon Break)
Morning:
1. Advanced social media asset management – connecting all of
    the social media dots
a. How to leverage your social media assets for more comprehensive
    lead gen/awareness building/thought leadership
 
2. Enabling the social media organization
a. Social media policy and education for the enterprise
b. How to mobilize and deputize an entire company for social media
    success
c. Staffing up for social media
    i. How do organizations both large and small manage their social
       media presence
1. Who do they hire? Why? What positions?
2. How much time do they devote?
 
3. Social media analytics
a. Platform-specific metrics and what they mean
    i. Facebook metrics
    ii. Twitter metrics (and the variety of tools to measure them)
    iii. Blog metrics
    iv. Video and photo metrics
    v. How to tie social media metrics to your web analytics tools
 
4. Social media ROI
a. Determining the value of social media interactions
b. How 5 leading organizations calculate the ROI of their social media
    engagement
c. Building a social media engagement dashboard
d. Using advanced social media monitoring tools to gather industry and
     market intelligence
    i. Using things like Radian 6, Vocus and the like 
 
5. EXERCISE - DETERMINING THE MULTI-CHANNEL + SOCIAL
    MEDIA METRICS FOR YOUR ORGANIZTION
 
Afternoon:
1. Advanced Tactics
a. Advanced blogging techniques for the established conversationalist
b. Advanced Facebook pages and group tactics that grow your fan base
c. Advanced Twitter tools and tactics
d. Advanced video and multimedia tools and tactics
 
2. Enabling the social media sales force
a. Connecting your sales force, distributors, volunteers and other human
     assets to your social media mission
 
3. Taking it back to the job, wrap-up and review

 

Hotel Air Travel Rental Car Ground Transportation
​Conference Center Location 
Summit Executive Centre
205 North Michigan Avenue, 10th Floor
Chicago, IL 60601-5922
Phone: 1 888.887.2070 or 1 312.938.2000
Fax: 1 312.861.0324

Located in the heart of downtown Chicago on the northeast corner of Michigan Avenue and Lake Street (two blocks South of the Chicago River), Summit Executive Centre is just steps away from Millennium Park as well as the City's premier hotels, shopping and entertainment.
The Summit is conveniently located near two international airports: O'Hare (18 miles) and Midway (11 miles).
It is also within a three to eight minute walk of six of Chicago's finest hotels, connected to two of them (the Swissôtel and Hyatt Regency Chicago) through an enclosed concourse and literally steps away (140 to be exact) from the rear exit of the Fairmont to the side entrance of the facility.

Recommended Hotels
Hyatt Regency Chicago on the Riverwalk
151 E. Wacker Drive
Chicago, IL 60601
Phone: 1 312.565.1234
Reservations: 1 800.233.1234
Walking Distance to Summit (3 minutes)

Swissôtel Chicago
323 E. Wacker Drive
Chicago, IL 60601
Phone/Reservations: 1 312.565.0565
Walking Distance to Summit (5 minutes)

Fairmont Chicago
200 North Columbus Drive
Chicago, IL 60601
Phone/Reservations: 1 312.565.8000
Walking Distance to Summit (Less than 2 minutes)

Hard Rock Hotel Chicago
230 North Michigan Avenue
Chicago, IL 60601
Phone: 1 312.345.1000
Walking Distance to Summit (1 Minute)

Hotel Monaco Chicago
225 North Wabash
Chicago, IL 60601
Phone: 1 312.960.8500 
Walking Distance to Summit (3 Minutes)

Hotel 71
71 East Wacker Drive
Chicago, IL 60601
Phone: 1 312.346.7100
Walking Distance to Summit (less than 2 Minutes)

Club Quarters
75 East Wacker Drive
Chicago, IL 60601 
Phone: 1 312.601.3400
Walking Distance to Summit (less than 5 Minutes)

For more information, please visit Summit Executive Centre Accommodations.

Area Attractions and Events
Please visit the Chicago Convention & Tourism Bureau for additional city information.

Conference Attire 
Conference attire is business casual.  Meeting rooms tend to be cool so you may wish to bring a sweater/jacket.

ADA
The AMA is committed to providing equal access to our meetings for all attendees.  If you are an attendee with a disability and require program accommodations, please contact the AMA Meeting Services Department, and a member of our staff will ensure that appropriate access arrangements are made.  If you have specific disability related needs for your hotel sleeping room, please be sure to communicate those directly to the hotel when you make your reservation.  In an effort to provide the highest quality of service to all attendees, we require that details of all access requests be communicated to our office at least 14 days in advance of the beginning of the meeting.
​AMA's travel coordinator, Tower Travel Management, is available to assist with reservations. Call 1 800.542.9700 within the U.S. and Canada.  Reservation lines are open Monday through Friday 8 a.m. – 6 p.m. CST or, you may contact them via email at association@towertravel.com. 
Tower Travel will proactively research airfares on ALL airline carriers to ensure that the lowest available fares are offered to all attendees.  They are dedicated to providing superior customer service and hassle-free travel arrangements.  Please note that fees, restrictions and cancellation penalties will apply.
​Alamo Rent-A-Car
Drive Happy with Alamo. Where American Marketing Association members save up to 20%. And, with self-serve check-in you can skip the counter, check-in at the kiosk and drive away. All you need is a valid driver's license, major credit card and an existing reservation. It's that easy. Reserve a car now or call Alamo Rent A Car at 1 800.462.5266. Be sure to request Contract ID AMA7745 at the time of reservation.

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Pick-up and drop-off service is subject to geographic and other restrictions.

National Car Rental
As an American Marketing Association member, you'll get up to 20% off rentals at National Car Rental.  And, with the Emerald Club® from National Car Rental, you can bypass the counter and choose your own car. Enroll now.   
Reserve a car or call National Car Rental at 1 800.CAR.RENT® and reference Contract ID AMA7745 at the time of reservation.  Go National. Go Like a Pro.
​Directions to parking
Michigan Plaza 205/225 North Michigan Ave.

From Michigan Ave.
Take Michigan Ave south across the river to the third stop light, Lake Street., and take a right (West). Immediately turn right (North) on Garland and then right (East) on Lower South Water. Stay on the far right side of the pylons. Follow signs for 205 / 225 Michigan Plaza to the 2nd stop sign after crossing Lower Michigan Ave (Lower Columbus Dr.) and take a right (South) for one block. Take another right (West) on Lower Lake St. The entrance to the Public Parking Garage will be at the end of the street on your right.

From the North Suburbs
Take the 90/94 exit at Ohio St. and proceed East to State St., and take a right (South). At Illinois St. take a left (East). At Lower Michigan Ave. take a right (South) and proceed across the river to the second stop light, Lower South Water, (the first light is Lower Wacker Dr.) and take a left (East). Stay on the far right side of the pylons. Follow signs for 205/ 225 Michigan Plaza to the 2nd stop sign (lower Columbus Dr.) and take a right (South) for one block. Take another right (West) on lower Lake St. The entrance to the Public Parking Garage for will be at the end of the street on your right.

From the South or West Suburbs
From 90/94 or I 290 follow signs into Chicago via Congress Parkway. Take a left onto Columbus Dr. Proceed north for 5 lights to South Water Street. Make a left (West) and go DOWN THE MIDDLE RAMP TO THE STOP SIGN. Make a sharp left "U" turn around the pylons back East to lower Columbus drive. (Follow signs for 205/ 225 Michigan Plaza.) At lower Columbus Dr., take a right (South) for one block. Take another right (West) on lower Lake St. The entrance to the Public Parking Garage for will be at the end of the street on your right.

From LSD North/South
Exit at Randolph Street. Take a right (North) onto Columbus Drive. At the second light make a left (West) onto South Water and go DOWN THE MIDDLE RAMP TO THE STOP SIGN. Make a sharp left "U" turn around the pylons back East to lower Columbus drive. (Follow signs for 205/ 225 Michigan Plaza.) At lower Columbus Dr., take a right (South) for one block. Take another right (West) on lower Lake St. The entrance to the Public Parking Garage for will be at the end of the street on your right.

Park on any level P1-3, but you must pay on P-1 before exiting the garage.  Take the elevator up to the Lobby Level of the building. Proceed to the security desk for your daily pass.  Take the elevators on the left and go up to the 10th floor.

Parking Prices as of January 1, 2012 
(subject to change without notice)
$11.00 - prior to 7:30am until 10pm
$13.00 - prior to 9am until 10pm
$24.00 - after 9:30am
$18.00 - 2 hours to 4 hours

Transportation
O’Hare International Airport
Taxi: Allow 1 to 2 hours
Approximately $40.00-55.00
Airport Shuttle: GO Airport Express 
Approx. $29.00 one way (subject to change)
Train: $2.00 (subject to change)
Allow approximately 45 minutes to an hour

By train from O'Hare Airport
Take the "Blue Line To Loop" train into the city (about a 45-minute ride) to the Washington/Randolph Street station (below ground). Proceed up to the street level and walk east on Washington to North Michigan Avenue. Make a left and proceed to the 205/225 building entrance. Take the escalator up to the main lobby. Please stop at the security desk for 205 N. Michigan to obtain a Summit daily pass. Head to the right and take the middle bank of elevators to the 10th floor.

Midway Airport
Taxi: Allow 45 minutes to 1½ hours
Approximately $30.00-45.00
Airport Shuttle: GO Airport Express
Approx. $24.00 one way (subject to change)
Train: $2.00 (subject to change)
Allow approximately 45 minutes to an hour

By train from Midway Airport
Take the "Orange Line To Loop" train into the city (about a 35-minute ride) to the State/Lake Street station. Proceed east on Lake Street to North Michigan Avenue. Cross over North Michigan Avenue and proceed to the 205/225 building entrance. Take the escalator up to the main lobby. Please stop at the security desk for 205 N. Michigan to obtain a Summit daily pass. Head to the right and take the middle bank of elevators to the 10th floor.

​There are no exhibit opportunities with this event.

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